[Short Circuit] Personal and Professional Branding for Protectors | Mark Six James

This week, in another episode of Short Circuit, Elijah is joined by Mark James, the founder of Panther Protection Services where they talk about the importance of personal and professional branding.

But why should protectors care about branding? Why does it even matter in our line of work? As Mark so aptly puts it: 

“It matters because you are your brand. People’s impression of your brand is the first impression that they get of you.”

So, whether you are an individual protector or a company owner, listen in to this week’s show to hear what your brand communicates about you and your professional reputation.


Topics discussed include:

  • The different types of branding that matters to working protectors and industry operators and the myth that branding means marketing. 
  • What happens if your agency brand and client brand aren’t in alignment? How do we deal with that?
  • What kinds of due diligence checks should you conduct when looking to take on a new client or principal? 
  • What do you do when the money is good, but the client or principal just isn’t heeding your advice as the person charged with their protection? 
  • Why it’s a mistake to rely on hope when you first start out in the industry. 
  • Overcoming the professional stigma that can attach to a protector when he or she has a separation in their job or role protecting their principal.
  • Mark’s advice for protectors who are trying to get that dream client and how to go about doing that.

And much, much more!

More about Mark “Six” James

Mark is the Founder and Executive Director of Panther Protection Services, LLC. He is a seasoned Close Protection Operator/Executive Protection Specialist with over 35 years of firearms, martial arts, and celebrity/executive protection experience. He is a former corporate executive, he got started in the security and protection business by providing firearms training to legislators, judicial members, and a number of business executives. He later became the Chief Security Officer and Personal Bodyguard for many of those same clients. He has performed protective services in over 35 countries across 5 continents and regularly protects government officials, corporate executives, entertainers as well as professional athletes.    

Mark is also a member of the British Bodyguard Association, North American Bodyguard Association, The Summit Group, The Academy of High Threat Protective Studies, Anti-Terrorism Accreditation Board (ATAB), honor graduate of the International Academy of Executive Protection Agents, recipient of the prestigious Golden Gun Award, honor graduate of ICON Services Celebrity and VIP Training and Advanced Executive Protection Course, International Close Quarters Protection Operators Association, International Association of Close Quarter Combat Specialist, Kuroshi-Do Martial Arts Hall of Fame, and the Sikaron Karate Federation where he holds the rank of 3rd Dan and the Kenpotaijeetsu RB MMA where he also holds the rank of 3rd Dan. He received his Bachelor of Science Degree in Public Relations from Florida A&M University.

As a Firearms and Combatives instructor, Mark provides Firearms and Combatives training to a number of bodyguard training academies, security companies, executive protection agencies, law enforcement officers as well as private citizens.

Mark is also an internationally published author, keynote speaker, security consultant to educational institutions and frequent contributor to a number of print, broadcast and online media, and the author of a number of security, firearm, and protection publications, including:

Inside the Bubble

Defensive Handgun II

More about the Circuit 

The Circuit Magazine is written and produced by volunteers, most of who are operationally active, working full time in the security industry. The magazine is a product of their combined passion and desire to give something back to the industry. By subscribing to the magazine you are helping to keep it going into the future. Find out more >

If you liked this podcast, we have an accompanying weekly newsletter called ‘On the Circuit’ where we take a deeper dive into the wider industry. Opt in here >

The Circuit team is:

  • Elijah Shaw
  • Jon Moss
  • Shaun West
  • Phelim Rowe

Connect with Us: 

Circuit Magazine

BBA Connect

NABA Protector

British Bodyguard Association

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